This article in Wired magazine highlights “ The Most Innovative Objects of 2016 (That You’ll Actually Want to Use) ” (December 28, 2016). Look through and read this list of innovative new products. In the “New-Product Planning,” section of chapter 9, we define three categories of new products: continuous innovations, dynamically continuous innovations, and discontinuous innovations. Categorize each of the “Most Innovative Products” in the Wired article using one of these three categories. If necessary, click through to learn more about each. Explain the logic for your classification of each.
More consumer products companies are turning to direct channels of distribution. When Nike’s new (self-lacing) HyperAdapt sneakers were only available through direct channels at launch. Chapter 10 discusses some of the logic for choosing direct and indirect channels. As you read this article, “ Nike’s HyperAdapt DTC Sales Part of Rising ‘See Now, Buy Now’ Trend ” (brandchannel, December 5, 2016) consider the logic for Nike and other brands discussed. The video below features an interview with some of the innovators behind the Nike HyperAdapt auto-lacing shoes. Why did Nike sell HyperAdapt through direct channels of distribution? Do you think this is a good idea or not? Why or why not?
Amazon appears to be interested in doing “last mile” logistics. “Last mile” refers to delivery from a final warehouse or distribution center to a customer’s door. Right now, Amazon relies mostly on UPS, FedEx, and the U.S. Postal Service to perform this part of the logistics function. Now Amazon appears to be threatening to take over the last mile as well. You can read more about this in “ Amazon Will Deliver Their Own Packages – Revolution At The Delivery Door, ” (Forbes, September 29, 2016). Considering what you learn in chapter 11 and in this article, what are likely the main reasons for Amazon to be considering this delivery [Continue Reading …]
For the last couple of decades, retailers have been experimenting with technology to address the part of grocery shopping consumers hate most – checkout! This USA Today article, “ Can Amazon Fix the Grocery Game? ” (December 8, 2016) provides a quick overview of six technology solutions that have been or will be used soon – from self-checkout to smart appliances. Do you think the new Amazon Go checkout system will revolutionize the grocery business? Which of the other solutions show the greatest promise? What criteria should be used to evaluate this type of technology?
About a year ago, B&G Foods bought the iconicGreen Giant brand of frozen vegetables from General Mills. As our chapter 2 “What’s Now?” post explained, the frozen vegetable category has been in decline for at least the last decade. B&G hopes to resurrect the brand and the category. The Green Giant ad below was typical of its promotion for much of the 1960s, 1970s, and 1980s. This brandchannel article, “ #TheGiantAwakens: Social Campaign Teases New Jolly Green Giant ” (December 7, 2016) highlights a YouTube video and Instagram posts as part of a contemporary update to the Green Giant. Go to YouTube and search “Jolly Green Giant tv ads” and view one of [Continue Reading …]
Chapter 14 introduces the sales presentation – “a salesperson’s effort to make a sale or address a customer’s problem.” This article, “ The Greatest Sales Deck I’ve Ever Seen ” (LinkedIn, September 14, 2016) describes a sales presentation that fits our textbook’s selling formula approach which “starts with a prepared presentation…and leads the customer through some logical steps to a final close.” The “sales deck” is the set of slides the salesperson uses with a prospect. Evaluate the “Greatest Sales Deck” – suggest three keys to its success. Consider what you have learned in chapters 13 and 14. Consider promotion objectives and the sales presentation part of [Continue Reading …]
In Columbia, a guerilla war has been dragging on for decades. Then the deputy minister of defense thought that maybe advertising could be used to “sell” guerillas on the idea of ending the war and coming home. This CBS News story, “ Advertising to Sell Peace, Not Products ” and accompanying video interviews the man who developed and implemented the program, advertising executive Jose Miguel Sokoloff. Be sure to watch the three sample ads embedded in the article. Also, notice the references to research insights that guided their advertising. What did research tell them might appeal to the target market (guerilla fighters). How do you see [Continue Reading …]
Chapter 16 introduces earned media (including positive press mentions) and social media. An article in Bloomberg Businessweek “ Proof You Can Sell Sunglasses Using Social Media ” (November 4, 2016) shows how the Spanish sunglasses brand Hawkers has utilized social media to grow its brand. The company’s Instagram and Twitter accounts have more than 450,000 and almost 200,000 followers respectively. The article also describes a guerilla marketing campaign tied to the iPhone introduction. Look at the list of “Key Terms” (terms listed in bold/red in the chapter) at the end of the chapter. For how many of the terms listed can you find an example from this article? List each [Continue Reading …]